Improving the user experience and sales for an e-commerce platform
Project type: UX/UI Redesign, Internship
Project year: 2025
Project role: Mostly independant
Client: Oican Wear
Note: The original Oican webshop is in Swedish. All descriptions, explanations, and case study content below are provided in English.
Ongoing project
This is an ongoing project, so this page is not yet fully complete. However, you can read below about what I have done so far...
Methods
- Expert review
- Survey
Tools
- Figma
- Miro
- Shopify
- Hotjar
Background
As a part of my internshipat Oican I participated in a UX design project. Oican is an innovative company developing hats with built-in shock-absorbing protection,combining safety, functionality, and style in everyday life. The goal was to improve Oican´s e-commerce website by identifying and removing potential painpoints, creating consistency and enhancing the overall shopping experience and increase sales for the company.
I led the projectas the only designer, working closely with Oican’s CEO and developers. It was afun, challenging, and a valuable experience that gave me a deeper understanding of both the design process and collaboration in a startup environment.
Expert review
Grounded in Oican’s goals, brand expression, and target audiences, I conducted an expert review of the Oican Wear webshop, starting with desktop and then comparing it to mobile. I evaluated consistency, navigation, and layout, mapping areas where users might encounter friction or confusion. The analysis combined heuristic evaluation, visual review, and hands-on testing of the shopping flow, guided by three principles to drive conversion: clarity, trust, and simplicity.
Key Insights:
Fragmented UI from inconsistent typography, buttons, icons, and colors. Overloaded navigationpages, and on mobile the menu obscured content and didn’t auto-close. Promotions were easy to miss. Shop and product pages had unclear or duplicated information, inconsistent size/color selectors, and weak sale badges. Supporting pages lacked structure. Cart and checkout missed upsells, underplayed discounts, and used a cluttered single-step flow. Footer language and chat were easy to overlook.
The current webshop
User survey
After an independent expert review, I created a survey for Oican’s actual customers to capture their opinions and experiences. The data showed that customers thought it was easy to navigate through the website and easy to find the right product categories. The data also showed that they think it is a bit hard to find information about a specific product and that the product information always isn´t the easiest to understand. Some respondents also said that the checkout flow is a bit messy.
User behaviour analysis
While the survey was out to gather user insights, I conducted an analysis of user behavior with a tool called Hotjar. A tool I had never tested before but which Oican had used to see how their visitors behaved on the website.
Hotjar provided data about such things as dead clicks, U-turns, rage clicks, short recordings on users, scroll depth and much more.
Key findings from the analysis:
- 80% of the users used there mobile to browse on the website
- 41% dead clicks on non-interactive areas
- A lot of users were stuck at the homepage for a long time
- Low scroll depth, around 40–45%, key info below the fold is missed, especially on the mobile verison
- Frequent U-turns between kids collection and product pages
- A lot of the call to action buttons were placed below the flod and could get missed
From this, I understood that we need to focus strongly on the mobile version, ensure that non-interactive areas clearly appear non-interactive, and move key buttons and information above the fold. This could also explain the quick U-turns from the Kids product page back to the Kids Collection. I also understood there was a need for guidance since a lot of users were stuck at the same place. I also had a strong belive that these improvments could increase the sales for Oican.
